GTM Engineering is becoming a profession. But are we building GTM stacks for individuals or organisations?
I've been following the growth of GTM Engineering, and something keeps bothering me.
The stack is becoming seriously capable.
Signals, enrichment, research, scoring, automation, outreach, CRM workflows, analytics - people are connecting all of this together and building GTM infrastructure that would have required a software team not that long ago.
It's becoming sophisticated enough that GTM Engineering is now emerging as a profession in its own right.
But I don't see nearly as much discussion about what happens when this moves beyond one person.
If two GTM Engineers join the same company, can they both improve the same GTM infrastructure?
Do they divide ownership of different parts of the stack?
Can one understand, maintain and improve what the other has built?
Or do we eventually end up with two very capable people running two slightly different GTM stacks, with context, prompts, workflows and logic accumulating separately?
Curious how teams with multiple GTM Engineers are handling this today.